Navy Federal Credit Union ran a Facebook advertising campaign to promote special offers and appreciate existing members. This resulted in record-breaking new member sign-ups, with 36,000 new certificates totaling $90 million and 5,400 auto loans for $96 million generated from the campaign. The conversion rate to the corporate website was 25 times higher than average during the campaign period. Overall, the six-week campaign resulted in 60,000 new members through Facebook as the primary paid media channel.

1. Case Study | Direct Response
Agencies: Navy Federal also ran Facebook Ads to promote One-Week Specials,
including $40 to a member and $40 to the person they signed up, as well as a
$400 auto-finance rebate.
Targeting was to friends of fans
The Page post ads drove to the corporate website landing page.
Results
The credit union sees a record number of new
25X higher conversion rate to corporate website for one-week (September
member sign-ups and a conversion rate 25X higher
17-September 22, 2012) specials than the brand’s average
than its average after using Facebook Ads to drive
awareness and engagement of special offers and 36,000 new certificates totaling $90 million (Facebook was the only paid
media)
member appreciation campaign.
5,400 auto refinance loans for $96 million (Facebook was the primary media)
Goals 59% of traffic to corporate page during the one-week specials came from
Facebook
Over the years, Navy Federal Credit Union members have
shared stories about how Navy Federal was there for them 5,000 daily Facebook referrals during membership appreciation week vs. 200
during important times in their lives. For a six-week campaign when no media was running
on Facebook in the Fall of 2012, the institution had several key 60,000+ new member acquisitions during the six-week campaign, with Face-
goals, including: book as the primary paid media as part of an integrated marketing effort
Honoring those stories and capturing them on video to share 45,000 votes on the hundreds of videos submitted
with its Facebook community
5X increase in fans to 185,000
Strengthening awareness of the Navy Federal brand
Driving new member sign-ups and adoption of its financial “The campaign generated awareness about the brand that
products resulted in record-breaking numbers of new members, auto
refinance loans and new certificates. Navy Federal’s strategy
Approach includes Facebook advertising and target marketing using
Once the credit union reached its 4 million-member milestone in custom audiences in future campaigns which include branch
June 2012, the leadership team wanted to show its appreciation openings, product specials and customer acquisitions.”
to members. As part of a larger “4 Million Member—4 Million
Stories Campaign,” the Member Appreciation campaign focused Jennifer Sadler, Manager Social Media, Navy Federal Credit Union
on a six-week celebration for members. It started with “Tell
your Story” on video for an opportunity to win $4,000 for each
category, including Army, Marine Corps, Navy, Air Force and
others. Members were invited to submit their videos and then
vote for their favorites. The campaign also included a one-week
push offering specials on financial products to reward existing
members and attract new ones.
Navy Federal decided to use Facebook, where it had more than
37,000 fans when the campaign began on August 1, 2012, as the
exclusive paid media platform to solicit member videos and
promote the campaign to existing and potential members. Navy Navy Federal Credit Union Page
Federal partnered with Buddy Media to create a Facebook app
that allowed fans to submit videos and vote for their favorites.
Navy Federal also worked with Fitzgerald & Co. and TBG Digital,
which used its Facebook Ads API tool ONE Media Manager to
create and manage ads in all Facebook placements as well as
promoted posts in news feed. The goal was to generate buzz and
engagement around the campaign while recruiting new fans:
Navy Federal used sponsored stories that showed people Page post ad
which of their friends had liked the Navy Federal Page to
acquire fans by targeting to friends of fans, active military
users, and those showing interest in the Army, Marine Corps, Navy Federal Credit Union is the world’s largest credit union with $50
Navy, Air Force, and the Department of Defense. billion in assets, four million members, 227 branches and a workforce
Shortly after running ads in all Facebook placements, Navy of over 10,000 employees worldwide. The credit union serves all
Federal ran promoted posts in news feed that announced Department of Defense military and civilian personnel and their
the campaign and invited fans to share the posts about the families. For additional information, visit www.navyfederal.org.
campaign with their friends. facebook.com/NavyFederal
Facebook: Building Essential Connections